Related Documents
Report
Audio Ad Engagement in Mobile Games
This analysis examines the efficacy of in-game audio advertising as a non-intrusive alternative to traditional video and banner formats within the mobile gaming industry. The primary thesis posits that audio ads maintain player engagement and retention by allowing gameplay to continue uninterrupted, thereby fostering a more positive brand association compared to conventional, disruptive advertising models. Research findings are derived from a combination of market surveys and behavioral testing. A YouGov survey of 2,200 respondents highlights that 86% of UK adults dislike video ads, while 28% identify audio ads as their preferred monetization model. Behavioral testing conducted by Go Live Test confirms that 100% of participants continued playing during audio ad delivery and achieved 100% brand recall when ads were paired with a companion banner. Furthermore, the data indicates a significant engagement advantage, with audio ads achieving a click-through rate (CTR) of approximately one click per 1.4 listens, vastly outperforming the 0.08% average CTR typical of static banners. The effectiveness of this format is further validated by a Warner Music Group case study targeting 18-to-30-year-olds in the United States. The campaign achieved a 1.78% CTR—representing a 1,000% increase over traditional banner standards—and an ad completion rate exceeding 75%, significantly higher than the 4% to 8% industry standard for skippable video ads. Additionally, the campaign recorded a 1.8% bounce rate on the destination page, suggesting high intent among users who engaged with the audio format. These findings suggest that audio advertising offers a viable solution for developers and brands seeking to monetize a global audience of 2.8 billion mobile gamers without compromising the user experience. By integrating seamlessly into the background of gameplay, audio ads mitigate the frustration associated with screen-blocking video ads, ultimately driving higher engagement and more favorable brand outcomes.
AudioMobJan 2021
Report
Gaming the Future: How to Make an Impact With Younger Generations
What we set out Keep reading to learn... to learn AD Keep reading to learn… The true impact of in-game advertising on The true impact of in-game advertising on With 8o% of under-18s' actively gaming and Gen Z younger audiences.
AnzuApr 2026
Financial
Q4 2025 Financial Report: Modern Times Group
Modern Times Group delivered a record‑setting performance for the fourth quarter of 2025, underscoring the company’s momentum in the digital entertainment sector. Organic revenue expanded by 8 percent, which translates to a 108 percent increase when measured in constant‑currency terms, and net sales reached SEK 3.1 billion. These figures reflect the strength of the group’s core portfolio and its ability to generate growth despite a volatile macro‑economic environment. A pivotal element of the results was the integration of Plarium, which was completed on 12 February 2025 and consolidated from 31 January. The acquisition contributed SEK 5,384 million in sales for the quarter and produced SEK 495 million of income before tax, after accounting for SEK 786 million of purchase‑price amortisation. When the acquisition is modelled as if it had been in place from the start of the year, total sales for 2025 would have risen to SEK 12,137 million, with pre‑tax income of SEK 398 million, albeit offset by SEK 1,269 million of amortisation. The combined impact of robust organic growth and the strategic addition of Plarium positions Modern Times Group as a leading player in the global gaming market. The financial outcomes demonstrate that the company’s acquisition strategy is delivering immediate scale and profitability, while its underlying business continues to expand at a pace that exceeds prior expectations. This performance suggests a durable growth trajectory for the remainder of the fiscal year and beyond.
Modern Times GroupFeb 2026
Report
Trends Report 2025
Intrinsic in-game advertising functions as a resilient, year-round engagement channel that maintains steady session volumes even during seasonal lulls in traditional media. While PC and console platforms offer superior immersion and average session lengths of 107 minutes, mobile gaming provides twenty-five times the impression scale and greater gender diversity. Market data reveals a significant strategic opportunity in the first quarter, particularly in North America, where advertising costs drop by over 25% despite high player activity. This period offers a cost-effective window for wellness and travel brands to reach an attentive audience at a lower entry point than the highly competitive fourth quarter. The effectiveness of this medium is driven by high viewability rates reaching nearly 100% and attention metrics that consistently outperform traditional digital formats. Although the sports genre commands the highest playtime and premium pricing, racing and simulation categories represent efficient alternatives where high engagement intersects with lower costs. Regional performance varies significantly, with European markets offering peak value in the first and third quarters, while the Asia-Pacific region follows a distinct cycle driven by second-quarter demand and localized cultural events. Beyond visibility, these advertisements generate substantial brand lift, including a 20-point increase in recall and a 6% conversion rate for physical foot traffic. While male players currently report higher brand favorability, female audiences demonstrate stronger purchase intent, suggesting a need for more nuanced targeting strategies. Overall campaign performance remains highly efficient, with conversion costs averaging 21% below established goals. To maximize these returns, advertisers must integrate gaming into their permanent media mix, while developers should align in-game events with high-demand periods and real-world sporting calendars to optimize revenue.
AnzuJan 2025